The Ripple | Lake Ann Camp Brand Film

THE SITUATION

Lake Ann Camp needed one story that could help three different decision makers: parents deciding where to send their kids, donors deciding whether to give, and staff deciding whether to come back and serve another summer.

Caleb Winegardner, their marketing director, said they wanted to communicate this idea: come here and be changed.

THE IDEA

Lake Ann Camp had done summer highlight videos in the past, but the shelf life became one year. So we built the film to be evergreen, and about one person’s story of transformation. Chad came to Lake Ann as a kid. What happened in that week is still moving through his life and through the people around him, even decades later.

That became The Ripple. One week of camp became the crux of life change for Chad.

HOW IT CAME TOGETHER

One conversation. We spent an afternoon on a call with Chad just listening to his story. From there, we created a guide from which the interview would run, question by question.

One week at camp. The shoot was two days inside a live camp week. Caleb wanted it handheld and a little rugged, which was right. It wasn’t difficult to capture meaningful moments as the kids were organically having a fun-filled week (a testament to what we’re capturing being the real deal - congrats to you Lake Ann Camp).

One story, cut first. First came the four-minute cut. Chad's full story made the most sense to begin with as we’d whittle down the best of the best moments for the 2-min evergreen piece.

Four films, one library. From those two days came the four films below, plus a five and a half hour B-roll string-out delivered as a searchable library. Lake Ann can pull from it all year. Totally up to them!